INSITE OOH Media Platform

Back in May 2025, Mabany Edris launched its unique project, “ONS,” with an OOH campaign that positioned the development as a place where people come together. This concept resonated perfectly with the project’s name, “ONS,” which means amiability in Arabic, instilling a sense of belonging in commuters’ minds.In October, the brand returned to the OOH landscape to announce the project’s official launch, reinforcing the same brand image.

This time, the visuals featured everyday lifestyle scenes, paired with the copy “Benkamel Baad” (we complete each other), further strengthening the emotional narrative.

This time, the campaign has shifted direction. Limiting the warm, lifestyle-driven visuals used for mass awareness and adopting a more sales-oriented approach. The new execution highlights actual unit imagery alongside a clear value proposition: “Limited Fully Furnished Units.”

Visually, the campaign maintains its core theme of togetherness while introducing a more product-focused layer. The artwork features realistic unit visuals set against a warm gradient of reddish-brown and creamy white, remaining consistent with the inviting tone established since the first phase.

From a copy perspective, “Limited Fully Furnished Units” creates urgency, while “Launching a New Experience” reinforces the project’s core proposition: this is not just another real estate development, it’s a complete lifestyle offering.

In terms of placement, the campaign strategically dominates the entrances and exits of Sheikh Zayed, revisiting high-impact locations where the audience had previously encountered the brand. This repetition strengthens recall and makes the message easier to absorb.

We’re expecting that the next phase should push the call-to-action even further. After building awareness and interest through a well-structured, phased strategy, the campaign is now perfectly positioned to drive conversions.

Check out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analysis system active in Cairo & Dubai, to learn more about ONS’ campaign.